General Mills is putting record investment behind Betty Crocker this pancake day.

The pancake mix brand will benefit from the majority of a £3m marketing investment for Betty Crocker in 2011, which is triple the spend of 2010.

Next month an 18-day TV ad campaign will run to support the brand, but a 10-second Pancake Day-themed tag will appear at the end of the ads nearer to the 8 March occasion.

Last year, Betty Crocker appeared on television for only six days.